Problem: AAA had low awareness of its insurance offerings—despite their overall strong brand awareness.

Solution: After surveying over 30,000 members, I led the development of a new brand awareness campaign across a variety of marketing channels. The new campaign utilized the headline “AAA Knows Insurance” to keep AAA’s insurance offerings at the top of their customers’ minds. I coordinated the use of the new awareness campaign across publication ads, display ads, email, and direct mail pieces.

Results:

• Improved insurance awareness within the membership base

• 27% growth of leads by web (year-over-year)

 Publication ads

Display ads

Email

Direct mail